Description
INITIAL CHALLENGE
Although there are many fashion brands, the ideal of beauty is still observed in the category, so for C&A the challenge was to stand out from this canon and democratize fashion, championing a concept of real fashion adapted to the tastes, sizes and preferences of each consumer and give life to its positioning “You make it unique, we fashion for you” doing something innovative.
STRATEGIC REFRAMING
To be relevant within fashion, C&A had to develop a consumer centric approach by doing something innovative in 2022. It was therefore necessary to continue to focus on the democratization of fashion, reinforcing the brand's values and defending a concept of real fashion adapted to consumer tastes, with the aim of bringing fashion closer to real people. C&A once again changed the rules, leaving aside the protagonism of models for real people who make real fashion.
THE IDEA
In order to put people at the center of the action and create a surprising, innovative and real experience, a professional shooting set was created in the windows of a selection of stores and each visitor was advised by a stylist in the choice of their looks for the shooting, based on their personality and style. In this way, they became the protagonists of a graphic campaign during the days of the activation, accompanied by an outdoor amplification. The action took place in real time, so that while they were participating, they were able to see the
This professional campaign titled 'TÚ LO HACES ÚNICO' was published in Germany and Spain in December, 2022. It was created for the brand: C&A, by ad agency: Tango. This Experiential medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted 10 months ago.
Credits
Advertising Agency: &Tango
Production Company: Noah Pharrel
Art Director: Álvaro Martinez-Berganza
Creative Director: Diego LIZEWSKI
